It came as a bit of a surprise when I heard that Nintendo would be opening a new store at Union Square, in downtown San Francisco. When you mention downtown San Francisco nowadays, the image that comes to mind are shuttered retail stores and fentanyl addicts. But in May of 2025, a month ahead of the Switch 2 launch, Nintendo opened only its second store in the USA.
Nintendo’s first store was at Rockefeller Plaza in New York City. I’ve visited there regularly since it opened over a decade ago. The San Francisco store has attracted a line of fans and tourists since its opening. Because of its popularity (and possibly to reduce the risk of theft), the store security has limited the number to 100 customers who can enter the store at a time. When I got there, the line was about a half block long, and it took about 20 minutes in queue before I got in.
The store has two levels. The street level has most of the San Francisco labeled Nintendo Store merchandise, and you will also find sections dedicated to the Mario Bros., Donkey Kong, and Animal Crossing. Downstairs are sections with merch for Splatoon, Pokémon, Pikman, Zelda, and the new Switch 2 console and games.
Whilst the San Francisco store is physically smaller than the New York Store, its design feels more like a boutique for a fashion brand than a retail game store. The San Francisco store offers a wider selection of products, apparel, and merchandise from a wider range of Nintendo franchises. Even if you’ve been the New York store, it’s well worth visiting the San Francisco store for a different experience.
